Being an integral part of the intellectual capital, brand (alongside with knowledge, skills and the like) is the most valuable resource of the 21st century. Branded products have the highest market value and reputation. The branding process consists of several stages and it takes time and focus on the goal in order to create good-quality brand. Crucial precondition for brand development and survival is its successful positioning in the consciousness of consumers. In this paper we analyzed leading tobacco brands in the world and in Serbia, methods of their promotion, as well as social responsibility of tobacco companies, which has become especially important after the Law on Tobacco Products Advertising Restrictions had been passed on. Tobacco consumers in Serbia were asked about their opinion on the quality and price of cigarettes they consume, on the packaging design, and on how much they notice promo activities of the tobacco companies. In addition to theoretical research referring to relevant literature, an empirical research was also applied, i.e. survey on tobacco products and tobacco companies. Based on a comprehensive analysis we've reached a conclusion that tobacco companies, due to legal limitations, are in such a position that they have to think of a strategy they will use to position themselves in the best possible light in the minds of the consumers. Likewise, the analysis has showed that companies are successfully finding their way to consumers by using commercial campaigns, but that they should put more effort in investing in and insisting on social responsibility that will undoubtedly have the largest impact on brand creation in the future.